Webinar Replay: Using the Google Ad Grant for Arts and Cultural Organizations

If your arts or cultural nonprofit is trying to understand how the Google Ad Grant can drive ticket sales, event attendance, donations, and engagement, this workshop gives you a clear, practical roadmap. We break down how the Google Ad Grant works, who qualifies, how to apply, and the compliance rules that matter most for arts organizations. You’ll also learn how to use Google Ads to reach people actively searching for performances, classes, workshops, and cultural programs. Along the way, we cover keyword research, landing page improvements, and campaign setups that help arts and culture nonprofits turn search interest into real attendance and long-term audience growth.

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Who this is for:
Arts and cultural organizations that want to use the Google Ad Grant to increase ticket sales, boost attendance, promote workshops and classes, and sustain long-term engagement. Ideal for marketing managers, communications teams, development staff, and program leads who want a practical guide to using Google Ads for nonprofit marketing and audience growth.

00:00 Welcome and logistics
01:36 Agenda
03:17 Google Ad Grant overview
04:44 Eligibility requirements
09:07 How to apply
16:50 Compliance essentials
20:59 What the Ad Grant can support
25:01 Using the Ad Grant to grow your nonprofit
28:16 Anatomy of a search ad
32:08 Keyword research fundamentals
32:33 Driving users to the right landing pages
36:35 Landing page best practices
46:00 Common Ad Grant mistakes to avoid

Key takeaways:
• The Google Ad Grant can capture real search demand for performances, classes, workshops, and cultural events, turning interest into measurable engagement.
• Strong relevance across keywords, ads, and landing pages is essential for both compliance and high performance, especially in arts and culture campaigns.
• Maximize Conversions helps arts nonprofits reach users most likely to buy tickets, register for programs, or sign up for newsletters.
• High-intent landing pages with clear event details and calls to action significantly increase conversions and visibility in Google Ads.





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